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CONSUMERS’ SATISFACTION AND PROBLEMS OF MOBILE COMMERCE SERVICES IN SELECTED
TALUKS OF TUTICORIN DISTRICT
Dr.S.Jeyakumar
1, S.Vinayasree
2, M.Maharaja
31
Coordinator, Research Department of Commerce, G.Venkataswamy Naidu College, Kovilpatti(India)
2
II M.Com (CA), G.Venkataswamy Naidu College, (India)
3
II M.Com (CA), G.Venkataswamy Naidu College, (India) ABSTRACT
The Mobile Phone is an important communication device in our mobilized world. Every People have mobile phone. With the mobile phone we can bring all over the world in palm of the hand. This is a wireless network connection. Every department need to mobile phone for communicating and various activities. There are lot of services, facilities, applications are available in Mobile phone. In Commerce sector Mobile phone’s role is an important one to developing the business. All of the business transactions can be possible with the internet connection through mobile phone i.e. called Mobile Commerce. Mobile Commerce provides the multiple services to consumers. The various mobile commerce services are mobile ticketing, mobile browsing, mobile banking, mobile auctions, mobile brokerage, mobile marketing etc., They provide the lot of benefits to the consumers. But small level of problems occurs in these services. This paper will analyze about the benefits and problems of mobile commerce services. This paper focuses that the consumers’ satisfaction level about the Mobile Commerce Services. There are 200 respondents are taken for the purpose of the study in Kovilpatti town.
Keywords: E-Commerce, E-Marketing, M-Commerce, Mobile Auctions, Wireless Technology.
I. INTRODUCTION AND DESIGN OF THE STUDY
“Mobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it's convenient for you”- Cyndie Shaffstall, Spider Trainers
Now a days all people consume Mobile phone easily. The Mobile Phone is an important device in any department. In Commerce the mobile phone is vital role of developing business. It developed in the name of Mobile Commerce. Mobile Commerce is a part of e-commerce. The Mobile Commerce which can be possible through mobile phone with the internet connection rapidly. It was established in 1997 by Kevin Duffey. This is also called as M-Commerce. Mobile Commerce allows the consumers to access the various facilities with the wireless internet connection. There are lot of services available in Mobile Commerce like Mobile money transfer, Mobile ticketing, Mobile vouchers, coupons and loyalty cards, Content purchase and delivery,
359 | P a g e Location-based services, Mobile marketing, Information services etc., This paper analyzes the consumers’
satisfaction about mobile commerce services.
1.2. Objectives of the study
To analyze the consumers’ satisfaction towards mobile commerce services
To reveal that the consumers’ attitude about the benefits of mobile commerce services
To investigate the problems of mobile commerce services
II. RESEARCH METHODOLOGY
2.1. Sources of data: Primary and Secondary Data are used for this study. Primary Data, which is collected from the various respondents and Secondary Data which is collected from various journals, books and websites.
2.2. Sample size: Two hundred respondents were taken from Kovilpatti, Ettayapuram and Vilathikulam Taluks for this study
2.3. Sample Technique: The lottery method for selection of Taluks and convenience sampling method is used for selection of respondents
2.4. Statistical Tools used: Weighted Average Method and Percentage Method.
III. THEORETICAL FRAMEWORK
Mobile Commerce provides the lot of services to the consumers. These are as follows
3.1. Mobile Ticketing: The bus ticket, rail ticket, airway ticket can be booked and checked with mobile i.e.
called mobile ticketing. e.x. IRCTC
3.2. Mobile Money Transfer: The lot of money transfer transactions are possible through mobile easily. The various business people utilize this facility.
3.3. Mobile Vouchers/Coupons: The virtual token is sent to the customers’ phone for location based services by the various stores.
3.4. Content Purchase and Delivery: The mobile phone applications can be purchased like ringtones, wallpapers, games, movies, songs etc., It can be purchased and downloaded in a minimum seconds.
3.5. Location based services: The location based on services and provided by mobile. These are as follows local discount offers, local weather, tracking and monitoring of people etc.,
3.6. Information services: The lot of information can be received with the mobile phone. The various information services are News, stock quotes, sports score, financial records, traffic reporting, emergency alerts etc.,
3.7. Mobile banking: Banks provide mobile commerce to allow their customers to access account information and make transactions, such as purchasing stocks, remitting money.
360 | P a g e 3.8. Mobile Brokerage: Stock market provides the mobile phone via middle man services. They also allow the subscriber to use the market development facility.
3.9. Mobile Auctions: Over the past three yearsmobile reverse auction solutions have grown in popularity. The auction activities can be possible via mobile phone easily.
3.10 Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.
3.11. Mobile browsing: Using a mobile browser a World Wide Web browser on a mobile device customers can shop online without having to be at their personal computer.
3.12. Mobile Shopping: Some merchants provide mobile web sites that are customized for the smaller screen and limited user interface of a mobile device. The shopping can be purchased via mobile.
IV. ANALYSIS AND INTERPRETATION OF DATA TABLE 4.1
Profile Details of the Respondents
Demographical Factors Options No. of respondents Percentage
Gender
Male 141 70.5
Female 59 29.5
Total 200 100
Age group
Below 20 years 38 19
21-40 years 88 44
41-60 years 56 28
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above 60 years 18 9
Total 200 100
Educational Qualification
School level 14 7
Diploma 38 19
UG degree 102 51
PG degree 46 23
Total 200 100
Occupation
Student 71 35.5
Business 46 23
Private employees 30 15
Government employees 26 13
Job Seekers 23 11.5
House Wife 4 2
Total 200 100
Family Income
Upto Rs.50000 39 19.5
Rs.50001-Rs.100000 66 33
Rs.100001-Rs.200000 27 13.5
Rs.200001-Rs.300000 36 18
Above Rs.300000 32 16
Total 200 100
Source: Primary Data
Interpretation
This table shows that the profile details of the respondents. Out of 200 respondents, 141 respondents are male, 88 respondents are in 21-30 age group, 102 respondents are UG degree holder, 71 respondents are students, 66 respondents have family income Rs.50001- Rs.100000 in this table.
TABLE 4.2
Consumers’ Satisfaction towards Mobile Commerce services
S.No. Problems HS S N DS HDS Total
Score
Mean Score
Standard Deviation
1.
Mobile Ticketing 120 80 0 0 0 920 4.6 56.572.
Mobile Money Transfer 84 68 48 0 0 836 4.18 38.683.
Mobile Vouchers, Couponsand Loyalty Cards 84 76 40 0 0 844 4.22 40.1
4.
Content Purchase andDelivery 64 48 76 12 0 764 3.82 32.86
5.
Location-based Services 40 56 72 24 8 696 3.48 25.36.
Information Services 56 76 40 24 4 756 3.78 27.86362 | P a g e
7.
Mobile Banking 36 56 88 20 0 708 3.54 33.828.
Mobile Brokerage 80 48 60 12 0 796 3.98 33.359.
Mobile Auctions 56 68 64 12 0 768 3.84 31.6210.
Mobile Browsing 60 80 52 4 4 788 3.94 34.4111.
Mobile Shopping 40 52 72 28 8 688 3.44 24.1712.
Mobile Advertising 16 72 36 44 32 596 2.98 20.59Source: Primary Data
HS – Highly Satisfy; S – Satisfy; N – Neutral; DS – Dis Satisfy; HDS – Highly Dis Satisfy;
The table 4.2 reveals that the satisfaction level of consumers towards mobile commerce services.
Based on Mean Score
The Consumers highly satisfied with the Mobile vouchers, coupons (4.22), Mobile money transfer (4.18) and Mobile ticketing (4.6). The maximum respondents have neutral satisfaction about Mobile Advertising (2.98).
Based on Standard Deviation
The Mobile ticketing got high standard deviation value 56.57. Mobile Advertising got the lowest standard deviation value 20.59.
Figure 4.2.1
120
84 84
64 40 56
36
80 56 60
40 16
80 68 76
48 56 76
56 48 68 80
52 72
00 0 0 12 24 24 20 12 12 4 28 44
0 0 0 0 8 4 0 0 0 4 8 32
200 4060 10080 120140
SA A N DA SDA
TABLE 4.3
Consumers’ Attitude towards Benefits in Mobile Commerce Services
S.No. Benefits SA A N DA SDA Total
Score
Mean Score
Standard Deviation
1.
Convenient 64 72 40 16 8 768 3.84 28.282.
Cost save 68 96 32 4 0 828 4.14 41.473.
Time save 72 68 52 4 4 800 4 33.74.
More rewards 52 72 52 20 4 748 3.74 27.42363 | P a g e
5.
Personalization 56 104 36 4 0 812 4.06 42.616.
Easy to use 48 64 60 20 8 724 3.62 24.827.
Easy connectivity 36 84 56 20 4 728 3.64 31.248.
Quick access 60 88 36 16 0 792 3.96 34.99Source: Primary Data
SA – Strongly Agree; A – Agree; N – Neutral; DA – Dis Agree; SDA – Strongly Dis Agree;
Interpretation
The table 4.3 expressed that the consumers’ attitude level about the various benefits of Mobile Commerce Services based on Mean Score and Standard Deviation.
Based on Mean Score
The maximum respondents strongly agreed the Cost save (4.14), personalization (4.06) and Time Save (4.0).
The lot of respondents agreed the quick access (3.96), convenient (3.84), more rewards (3.74), easy connectivity (3.64) and easy to use (3.62).
Based on Standard Deviation
Personalization benefit got the highest standard deviation value 42.61 and easy to use got the lowest standard deviation 24.82.
Figure4.3.1
64 68 72
52 56 48
36 72 60
96
68 72
104
64 84 88
40
16 4 4 20
4 20 20 16
8 0 4 4 0 8 4 0
200 4060 10080 120
SA A N DA SDA
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TABLE 4.4
Consumers’ Opinion about the Problems in Mobile Commerce Services
S.No. Problems SA A N DA SDA Total
Score
Mean Score
Standard Deviation
1.
Lack of knowledge of use 44 60 56 16 24 684 3.42 19.392.
Security problems 24 48 52 60 16 604 3.02 18.973.
Network issues 28 24 56 76 16 572 2.86 25.144.
Limited memory 32 40 68 48 12 632 3.16 20.595.
Resolution scarcity 20 52 64 52 12 616 3.08 22.636.
Technical difficulties 12 40 80 56 12 584 2.92 29.267.
Habituate 44 40 52 52 12 652 3.26 16.498.
Risk factors 40 48 56 40 16 656 3.28 14.97Source: Primary Data
SA – Strongly Agree; A – Agree; N – Neutral; DA – Dis Agree; SDA – Strongly Dis Agree;
Interpretation
This table provides that the consumers’ opinion about the problems of Mobile Commerce Services based on Mean Score and Standard Deviation.
Based on Mean Score
The maximum number of respondents agreed that the lack of knowledge to use (3.42), risk factors (3.28), habituate (3.26), limited memory (3.16), resolution scarcity (3.08) and security problem (3.02) in Mobile Commerce Services.
Based on Standard Deviation
The Technical difficulties got the highest Standard Deviation value 29.26 and risk factors got standard deviation value 14.97 in Mobile Commerce Services.
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Figure
4.4.1
V. SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION 5.1. Findings of the study
Out of 200 respondents, 141 respondents are male respondents
The Maximum respondents (88) are in 21-30 age group
The Majority of the respondents (102) are UG degree holder
The highest number of respondents (71) are students
The large number of respondents (66) have family income Rs.50001-Rs.100000
Mobile Vouchers/coupons got the highest mean score 4.22 and Mobile ticketing got the highest standard deviation value 56.57 in the satisfaction level of consumers.
Flexible access got the highest mean score 4.14 and Personalization benefit got the highest standard deviation value 42.61 in the attitude level of consumers.
The lack of standard problem got mean score 3.42 and the smart phone problem got the standard deviation value 29.26 in the opinion level of consumers.
5.2. Suggestions
The awareness programme may be conducted about Mobile Commerce Services users
The Mobile Commerce Service provider should solve the problems of users in good manner.
The proper security system should be adopt in Mobile Commerce services
The proper network follows in Mobile Commerce services for avoid constraint of users
The Mobile Commerce Service provider should increase storage memory for users
The fraud activities should be avoidable one
The separate controlling organization may be implement for Mobile Commerce Services
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5.3. Conclusion
“The trend has been mobile was winning. It's now won”-Eric Schmidt.
Mobile Commerce is the latest and fast growing trend. It can be done anything anywhere in anytime. Mobile Commerce connects all over the world in palm of the hand. The multiple services are available in Mobile Commerce. These services are utilized by the consumers. The Consumers are highly satisfied with these mobile commerce services. They enjoy and agreed the various benefits in Mobile Commerce Services and they also face the problems in Mobile Commerce Services. The Mobile Commerce Service provider should solve all the problems of mobile commerce users. In spite of the problems consumers’ satisfaction level is in a good manner about Mobile Commerce Services. So Mobile Commerce has great future.
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